LONDON: Solmar Villas, the award-winning travel brand, is launching a multimillion-pound advertising campaign showcasing its years of experience in helping guests find the perfect holiday.
The campaign, which launched on Boxing Day, features Solmar Villa’s biggest ever TV spot, introducing a humorous spy film pastiche that’s a distinctive and memorable way of personifying the Solmar Villas brand.
Shot on location at Solmar Villas’ Katina Beach Villa in Coral Bay, Cyprus, a stand-off between a suave secret agent and a cheeky, flamboyant host reveals how the brand’s exclusive villas in sought-after locations and 24/7 guest support have resulted in thousands of brilliant customer reviews.
Solmar Villas has quickly become one of the UK’s best-loved travel brands, winning nine gold awards at the 2024 British Travel Awards and retaining the Feefo Platinum Trusted Service Award.
To establish itself as the market leader, Solmar Villas appointed MSQ’s Brave Spark to handle its advertising earlier this year. Brave Spark developed Solmar Villas’ new ‘Licence to Chill’ proposition and strapline, then created, shot and produced the new campaign.
The ‘Licence to Chill’ TV ads will run across ITV, Channel 4 and Channel 5, as well as further Digital Terrestrial and On-Demand services. Additional campaign activity includes radio ads and digital activity, including social posts and a campaign landing page, where viewers can explore the Katina Beach Villa featured in the ad. Media planning & buying for the campaign was handled by Brazil Street.
Sharon Bradbury, Sales & Marketing Director of Solmar Villas, says: “We’re thrilled to launch ‘Licence to Chill’, our biggest campaign yet. With so many travel brand campaigns swimming in a sea of same, we’ve made a big, bold effort to go against the tide. Introducing a new fluent device helps us find our voice and increase brand recognition, whilst showing holidaymakers that, with Solmar Villas, they will get the quality and service they deserve from a first-class holiday.”
Elise Bola, Senior Account Director at Brave Spark, says: “It’s a pleasure to work with a brand as widely respected and loved by customers as Solmar Villas. We know how important brand recall is in the travel sector, so we wanted to develop a fun and memorable way to reinforce the Solmar Villas name to existing customers, as well as introducing it to a new audience looking for a perfect getaway in 2025.”
